PR people and business leaders are constantly searching for the next Internet tool that will allow them to do their job better. And one valuable tool that we all know about, but may not know how to fully utilize is Twitter.

Well, I’m about to hand out some serious advice: if you want to use Twitter better for PR, go to Muck Rack. It’s a Twitter aggregator of journalists and is extremely useful if you want to know what journalists are talking about and find out how to better reach them with stories that you think may matter to them. They also have a daily update that gives you a summary of the stories trending most. It’s like HARO, only more 2011.

I could explain it in more detail here, but, as with most things, learning by doing is often your best bet on the World Wide Web.

Go. See. Muck Rack!